Submitted by Pulpkey

Classmate AR Notebook Launch Parent Influencer Event

Influencer Marketing

Pulpkey brought Mumbai parenting influencers and their kids to a live event launching the Classmate by ITC AR notebook, and the agency reports 2.2M views.

2.2MViews
545.3KReach
21KSaves
19.9KTotal Likes

Case in 60 seconds

Classmate by ITC needed buzz for the launch of its AR notebook experience and real-time footfall for a public event at Carter Road Amphitheatre in Mumbai, so online attention alone would not meet the brief.

Parents who grew up with the brown cover notebook carry a memory of it, so the page frames nostalgia as the way to make a technology upgrade feel familiar rather than foreign to modern parents and their children.

Pulpkey framed the launch as a shared moment between parents and kids, pairing the nostalgia of the brown cover with the novelty of scanning an AR notebook, so the product was shown in use rather than described.

Mumbai-based parenting and lifestyle influencers, including Kishwer Merchantt, Sneha Paliwal and Shilpa Kamdar, attended the live event with their kids and each produced a collab reel and a video story showing AR notebook scanning and aquarium-style activations, with reels urging local followers to attend the aquarium experience the following day.

Pulpkey reports 2.20M views and 545.3K reach across the 4 pieces of content from 4 creators, alongside 19.9K likes, 227 comments, 21K saves and 12K shares, while the page does not report how many people attended the event.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Modern parents and young audiences, reached through Mumbai-based parenting and lifestyle influencers and their local followers.
The page places the brown cover notebook as a shared memory for parents, so the campaign set that memory against a technology-led reinvention of school supplies for a new generation.
Classmate is positioned as the brand reimagining school supplies, which the page expresses through AR notebooks that parents and kids scan together rather than through product claims.
Pulpkey designed the reels to create FOMO among local followers, because a live event the next day gave viewers a concrete action rather than a general impression.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Pulpkey (lead_agency)

Participation mechanic

  • Reels carried a direct call to action for local followers to attend the aquarium experience in person the following day, where they could scan the AR notebooks.

Creator role

  • Kishwer Merchantt
  • Sneha Paliwal — creator
  • Shilpa Kamdar — creator

Results & Evidence

MetricValueResult type
Views2.2M viewsvideo_views
Reach545.3K reachreach
Saves21K savesperformance
Total Likes19.9K likesperformance
Shares12K sharesperformance
Total Comments227 commentsperformance
Creators4 creatorscreators_count
Content Made4 piecesscope

Why Pulpkey's strategy worked

  1. 1

    Casting local creators for an in-person launch lets the content carry a next-day call to action to their followers, because an audience in the same city can act on the invitation rather than only watch it.

  2. 2

    A heritage product cue such as the brown cover gives parents a personal way into a new technology feature, so nostalgia works as the bridge to the demonstration rather than as decoration around it.

  3. 3

    Filming creators with their own kids turns a product demonstration into family content, which keeps the scanning of the notebook at the centre of the story while fitting the tone of parenting channels.

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